Cases

Turning a Functional Benefit into a Strategic Value Driver NuTag was conceived as a premium toll and parking solution embedded within Nubank’s Ultravioleta credit card. Rather than launching “another tag product,” the ambition was to strengthen the perceived value of the premium offering through a service integrated into customers’ daily financial behavior. At the time, Ultravioleta had a solid positioning but an adoption rate of around 11% within its eligible base. The opportunity was not incremental feature expansion - it was increasing relevance.

Ultravioleta is Nubank’s Black credit card, created for customers with higher financial engagement and expectations around benefits, usability, and long-term value. Launched as an evolution of Nubank’s standard credit card, Ultravioleta combines financial advantages, exclusive services, and a distinct brand positioning within the Nubank ecosystem. The project began at launch, focusing on establishing both the product experience and the acquisition strategy for a new Black card segment.

Meus Boletos (DDA) is the digital bill management experience designed for Itaú EMPS, a product created specifically for entrepreneurs who manage their businesses independently and do not rely on dedicated financial or operational teams. The product lives within the Payments area of the Itaú EMPS app and was designed to centralize all boletos associated with a CNPJ, replacing fragmented, manual processes with a structured digital experience. This case covers one year of ownership of the Meus Boletos (DDA) experience for Itaú EMPS, from early discovery and vision definition to continuous product evolution.

MVP do Pix automático do Itaú Emps